Chien-Cheng, Liu

LEGENDARY INTERVIEW

Design Legends ("DL") had the distinct honour to interview legendary designer Chien-Cheng, Liu ("CL") for their original perspective and innovative approach to design as well as their creative lifestyle, we are very pleased to share our interview with our distinguished readers.

DL: Could you please tell us a bit about your design background and education?

CL : I graduated from Cornish College of the Arts in Seattle with a degree in design, and later pursued studies in brand strategy and sustainable design in the U.S. After returning to Taiwan, I founded Chihe Design, focusing on branding and packaging that integrates cultural depth and ESG values. I am also a certified ESG sustainability consultant, seeing design as a lever for societal transformation.

DL: What motivates you to design in general, why did you become a designer?

CL : I believe design is more than aesthetics—it’s a language that challenges the status quo. Every brand, product, and package contains a story. My role is to make that story seen, understood, and respected.

DL: Did you choose to become a designer, or you were forced to become one?

CL : It was a calling, not a decision. I’ve always been sensitive to visual language—design feels as natural to me as breathing.

DL: What do you design, what type of designs do you wish to design more of?

CL : Currently, I focus on branding, packaging, and sustainable strategy integration. In the future, I hope to engage more in the intersection of design and social innovation—such as regenerative agriculture and circular food design.

DL: What should young designers do to become a design legend like you?

CL : Don’t rush to be heard—learn to listen deeply first. Great design arises from being attuned and responsive to the world.

DL: What distinguishes between a good designer and a great designer?

CL : A good designer solves problems. A great designer defines them. The former completes tasks; the latter creates culture.

DL: What makes a good design a really good design, how do you evaluate good design?

CL : Good design is effective—it resonates emotionally, functions practically, sustains commercially, and minimizes environmental impact. True excellence lies in balancing all four.

DL: What is the value of good design? Why should everyone invest in good design?

CL : Design is an invisible investment—it determines whether a brand is remembered, a message is conveyed, and trust is built.

DL: What would you design and who would you design for if you had the time?

CL : I would love to design for marginalized farmers, craftsmen, and local brands—so their value can be seen and respected globally.

DL: What is the dream project you haven’t yet had time to realize?

CL : To create a Taiwan-based curation platform rooted in ESG, showcasing sustainable Chinese design to the world.

DL: What is your secret recipe of success in design, what is your secret ingredient?

CL : Not style, not technique, but genuine empathy—for people and the planet. Design is not a show of skill, but a response to unspoken human needs.

DL: Who are some other design masters and legends you get inspired from?

CL : Bruce Mau’s conviction that “design is the biggest tool for change.”

DL: What are your favorite designs by other designers, why do you like them?

CL : I admire Sou Fujimoto’s architecture and Nendo’s spatial designs—they allow us to re-see the ordinary with a sense of air, time, and philosophy.

DL: What is your greatest design, which aspects of that design makes you think it is great?

CL : The “Golden Horse 60 Egg Gift Box” is one I’m most proud of—it blends eggshell pulp trays, a philosophical 9-grid layout, and ESG storytelling into a sustainable dialogue.

DL: How could people improve themselves to be better designers, what did you do?

CL : Step outside the design circle and into the real world. I immersed myself in rural communities, climate forums, and ESG projects to root my design in people and place.

DL: If you hadn’t become a designer, what would you have done?

CL : I would probably be a writer or filmmaker—design is just one of the many ways I tell storiesDesign is the bridge between intention and reality—it transforms ideals into forms that can be seen, used, and felt.

DL: How do you define design, what is design for you?

CL : Design is the bridge between intention and reality—it transforms ideals into forms that can be seen, used, and felt.

DL: Who helped you to reach these heights, who was your biggest supporter?

CL : My family gave me unwavering support, and my team and clients turned Chihe into a thriving platform for meaningful design.

DL: What helped you to become a great designer?

CL : Reading widely, observing society, and engaging with issues shaped me into a designer who not only seeks beauty but bears responsibility.

DL: What were the obstacles you faced before becoming a design master?

CL : The biggest challenge was convincing the market that design can drive change—not just look good. It took time, proof, and a bit of stubborn belief.

DL: How do you think designers should present their work?

CL : Designers shouldn’t just show the final result—they should reveal their decisions, trade-offs, and values. A great presentation isn’t just a portfolio; it’s a philosophical discourse.

DL: What’s your next design project, what should we expect from you in future?

CL : I’m leading a “Carbon Label Packaging Program” to help SMEs quantify their carbon reductions through design, integrating ESG and SDGs directly into their products.

DL: What’s your ultimate goal as a designer?

CL : To position design as a tool for transformation, not decoration. My ultimate goal is for design to be regarded as seriously as sustainability itself.

DL: What people expect from an esteemed designer such as yourself?

CL : People expect me to create not only beautiful designs, but also works that help them “see the future.” It’s both a responsibility and an honor.

DL: How does design help create a better society?

CL : Design makes complex issues understandable, inspires behavioral change, and normalizes sustainable actions—that’s its power to build a better society.

DL: What are you currently working on that you are especially excited about?

CL : I’m excited about our “Byproduct Rebranding” project—transforming discarded soy pulp into new product lines for a traditional soy milk brand. It’s sustainability with soul.

DL: Which design projects gave you the most satisfaction, why?

CL : Our “JC Spotlight ESG Transition” project was deeply fulfilling—we quantified carbon reduction from packaging to ink. Design here made commitments visible.

DL: What would you like to see changed in design industry in the coming years?

CL : I hope designers are seen less as “executors” and more as “value creators.” We should be involved earlier in strategic decisions and design with influence.

DL: Where do you think the design field is headed next?

CL : Cross-disciplinarity and co-creation will define the future. Design won’t be about individual genius but about orchestrating complex systems.

DL: How long does it take you to finalize a design project?

CL : It depends on complexity, but I prefer to spend more time on research and dialogue upfront. Design is a thoughtful conversation, not a rushed output.

DL: When you have a new design project, where do you start?

CL : I always begin by asking the right questions. Understanding the client's core challenges and deeper brand motivations is the key before any strategy or visual thinking starts.

DL: What is your life motto as a designer?

CL : Design is not to make the world more beautiful, but to make it better.

DL: Do you think design sets the trends or trends set the designs?

CL : Good design both responds to trends and shapes them. It’s a dynamic relationship of influence and creation.

DL: What is the role of technology when you design?

CL : Technology is the bridge—it brings imagination to life, enhances workflow transparency, and supports sustainable outcomes.

DL: What kind of design software and equipment do you use in your work?

CL : I mainly use Adobe Suite, Figma, Notion, and AI tools for visual-strategic integration, with Mac and tablet-based drawing tools as my hardware.

DL: What is the role of the color, materials and ambient in design?

CL : They are the medium of emotion and memory—a pathway for brands to transition from the visual into the sensory and emotional.

DL: What do you wish people to ask about your design?

CL : I hope they ask, “Why is it like this?” It means they’re interested in the thinking behind the visuals, not just the aesthetics.

DL: When you see a new great design or product what comes into your mind?

CL : I ask myself, “What did it change?” Truly great design has an impact.

DL: Who is your ideal design partner? Do you believe in co-design?

CL : My ideal partner is someone strategic and curious. I absolutely believe in co-design—it’s essential for solving complex problems with diverse perspectives.

DL: Which people you interacted had the most influence on your design?

CL : Those without design backgrounds but with deep passion for their brand—entrepreneurs. They taught me how to “design trust.”

DL: Which books you read had the most effect on your design?

CL : “Designing Design” by Kenya Hara and “Massive Change” by Bruce Mau. One taught me the power of simplicity, the other the power of impact.

DL: How did you develop your skills as a master designer?

CL : Beyond practice and repetition, I invest in learning from non-design fields so my thinking isn’t trapped by visual constraints.

DL: How do you feel about all the awards and recognition you had, is it hard to be famous?

CL : Awards are milestones—not shackles. Staying pure in your intent is harder and more important than being famous.

DL: What is your favorite color, place, food, season, thing and brand?

CL : Color: Midnight blue. Place: Sewei beach in Penghu. Food: Michelin tofu pudding. Season: Autumn. Object: Black fountain pen. Brand: MUJI.

DL: Please tell us a little memoir, a funny thing you had experienced as a designer?

CL : Once a client insisted we make the “black slightly greener.” We spent a week tweaking five black variations—turned out it was his monitor color shift (laughs).

DL: What makes your day great as a designer, how do you motivate yourself?

CL : Knowing that today’s design helped a brand be better understood or a value be communicated—that’s what makes my day meaningful.

DL: When you were a little child, was it obvious that you would become a great designer?

CL : I loved dismantling packaging, analyzing signs, and sketching letterforms as a child. Design had always been in me, just waiting to be found.

DL: What do you think about future; what do you see will happen in thousand years from now?

CL : If we don’t change, design may be fully automated by AI. But if we stay human-centered, design will become our language to converse with the universe.

DL: Please tell us anything you wish your fans to know about you, your design and anything else?

CL : Thank you for helping me believe that design is not just a career, but a way of living. May we use it to make the world softer, stronger, and more loving.